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Beyond Buses: Creating a better Public Transport System through Marketing,
Communications & Information
Ashwin Prabhu
Principal Associate
EMBARQ India
ConnectKaro 2014
Bangalore – March 10
Marketing, Communications & Public Transport
Why is Marketing & Communications important?
1. Public Transport operates in a Competitive Marketplace
Marketing, Communications & Public Transport
Why is Marketing & Communications important?
2. A system that communicates & markets itself well and appears (and is!) reliable, simple and accessible is more likely to:
- Attract new users
- Retain existing users
- Secure political and financial support
Marketing, Communications & Public Transport
Why is Marketing & Communications important?
3. Good Marketing & Communications can simplify the public transport experience
Marketing, Communications & Public Transport
Marketing, Communications & Public Transport
Why is Marketing & Communications important?
4. Marketing & Communications is especially important in the Indian context
Marketing, Communications & Public Transport
Marketing & Communications is essential for Public Transport. It should be a core activity - it is not a luxury, it is not a marginal activity
Marketing & Communications is a effective tool for promoting public transport – both ridership and resources
Marketing & Communications is especially essential for new services/systems
Marketing & Communications must be comprehensive, yet cohesive
Conclusions
Background:
BMTC
and
The Frequent Bus Network
BMTC Statistics
6,472 Buses (688 AC, 5655 Ordinary)
4.9 Million Passengers Daily
2,398 Routes
Source(s): BMTC
Differentiated Services
Ordinary Services
Vajra Pushpak
Atal Sarige Suvarna
Direct Services Model
Issue 1: Exponential Growth in Number of Routes
3 Hubs3
Destinations
9 Routes
3 Hubs6
Destinations
18 Routes
Issue 1: Exponential Growth in Number of Routes
3 Hubs9
Destinations
27 Routes
Issue 1: Exponential Growth in Number of Routes
Towards City Centre
Towards City Centre
Towards City Centre
Towards City Centre
As fiscal capacities are generally constrained, fleet size cannot keep up with the exponential increase in number of routes
Eventually, this system ends up with a large number of routes with only 1 or 2 buses
If these routes are long – as routes serving the city periphery tend to be – this results in long wait times on individual routes
Issue 2: Low Frequencies on Individual Routes
Route 356-B
KR MarketToKarpur
Route Length:34.3 KM
Buses:1
Wait Time till next bus:
~120 Min
Large number of routes increases system complexity and acts as a barrier to entry for new users
System complexity means developing user information systems, like maps at bus stops, becomes very difficult
Issue 3: Excessive Complexity for Users
Issue 3: Excessive Complexity for Users
The Frequent Bus Network
Principle #1:
Individual Routes along Major Roads are rationalised into a small number of Very High Frequency Routes
The Frequent Bus Network
Principle #2:
Travel Patterns that require moving beyond the major road are served by routes connecting to the Frequent Bus Network at interchange points
The Frequent Bus Network
Principle #3:
Specific Travel Patterns are served not by direct routes, but by a collection of ‘direction-oriented’ services connected by transfers
The Frequent Bus Network
Improves:
System Simplicity
fewer routes, easier to navigate
Quality of Service
more buses per route, higher frequency
System Capacity
higher frequency on specific ‘links’
Flexibility
easier to match supply to demand
Benefits of The Frequent Bus Network
Implementing The Frequent Bus Network in Bangalore
(BMTC)
BMTC is implementing Two Major Route & Network Structure Reforms:
1. The BIG Bus Network
2. Feeder Services for Peripheral Destinations
The Frequent Bus Network in Bangalore
The BIG Bus Network is a Connective Grid of
High Frequency, Direction-Oriented services along Main Roads
BIG = Bangalore Intra-city Grid
1. BIG Bus Network
1. BIG Bus Network
1. BIG Bus Network
1. BIG Bus Network
1. BIG Bus Network
1. BIG Bus Network – Full Network
Peripheral Destinations - which lie beyond ORR and off arterial roads - will be served with high frequency feeder
services connecting them to the main road
2. Feeder Services for Peripheral Destinations
2. Feeder Services for Peripheral Destinations
2. Feeder Services for Peripheral Destinations
BIG Bus Network + Feeders: An Example
BIG Bus Network + Feeders: An Example
BIG Bus Network + Feeders: An Example
An integrated fare system will ensure transfers are convenient and cheap
BMTC is procuring Electronic Ticketing Machines and a Smartcard Fare System for this purpose
Integrated Fare System
Unified Branding
Unified Branding of BIG Bus Network service components will ensure easy understanding of the system
High quality yet small footprint transfer facilities at interchange junctions will facilitate convenient and comfortable transfers
Transfer Facilities
Developing a strategy for
1. User Education
2. Marketing
3. User Information
for the roll out of the BIG Bus Network
THE TASK:
Groups of 5-6 people
Pick one representative
Each group picks one of the 3 topics:User EducationMarketingUser Information
40 minutes of deliberation
Present strategy/ideas (5 minutes for each group)
Format
“When we surveyed potential riders of the new Orange line they weren’t quite sure what it was. A Train? A Bus with Stations? A new fare structure?”
- Michael Lejuene, Creative Director, Los Angeles Metro
Task 1: User Education
How do you tell people about the new system?
How do you communicate the benefits of the new system?
How to establish public support for the reforms?
What channels/mediums do you use spread the word?
Task 1: User Education
“Traveller's perception of Public Transport systems must be thoroughly comprehended by marketing so that a public transport system can be successful”
- C.H. Wei & C.Y. Kao, Measuring Traveller Involvement in Urban Public Transport Systems
Task 2: Marketing
How to continuously promote Public Transport?
What lessons/strategies can be adopted from private sector?
What should be the messaging for promoting Public Transport?
How to target different socio-economic groups effectively?
Task 2: Marketing
“Public Transport can add real value to the city by being better integrated within its wider context”
- Transport for London, Best Practice Guides
Task 3: User Information
What information systems should be put in place?
What information should be available at Bus Stops and Stations?
What about ‘remote’ information systems?
How can we leverage technology to provide information? What about different socio-economic groups?
Task 3: User Information
Thank You!